When it comes to social media ROI, too many marketers focus on the bottom line. That’s what Scot Wheeler, marketing science director at Critical Mass , told attendees during Social Media Week in Toronto. Instead, they should measure the value of social media in terms of engagement, retention and awareness levels. Wheeler offered a few […]
Kristin Laird
February 21, 2012
When it comes to social media ROI, too many marketers focus on the bottom line. That’s what Scot Wheeler, marketing science director at Critical Mass , told attendees during Social Media Week in Toronto. Instead, they should measure the value of social media in terms of engagement, retention and awareness levels. Wheeler offered a few tips for marketers determined to put a dollar sign on social media initiatives.
